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Volvo launches Polestar as stand-alone performance EV brand to target Tesla

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Swedish auto manufacturer, Volvo, has announced it is now entering the high-performance EV market. The company is transforming its long-time racing and performance division into an EV powerhouse. Polestar will become a “new separately-branded electrified global high-performance car company.” The new vehicles will not bear the Volvo brand and will be introduced as an entirely new stand-alone brand.

Volvo purchased Polestar in 2015, a move that allowed the brand to introduce higher performing vehicles. At the time of the acquisition, Volvo stated that they intended to incorporate their hybrid technology into the vehicles. Now, as the automotive industry rushes to compete with Tesla in the EV market, Volvo has decided to transform Polestar into its own stand-alone brand.

“Polestar will be a credible competitor in the emerging global market for high performance electrified cars. With Polestar, we are able to offer electrified cars to the world’s most demanding, progressive drivers in all market segments.” – Håkan Samuelsson, President and CEO of Volvo Cars

Rewinding back to 2014, before buying Polestar, Volvo announced its new Drive-E scalable platform architecture (SPA). The SPA focused its complete product line around a 2.0 liter 4-cylinder engine, tuning the engine with super and turbochargers to increase power as needed. Since then, the company has nearly redesigned its entire line of vehicles around the SPA. The company has seen global sales surge 25% since 2014, and Volvo has yet to see the effects of a major overhaul to its best seller, the XC60.

Polestar announces new management team to develop electrified performance brand for Volvo cars

The Swedish manufacturer has long been committed to environmentally friendly vehicles and is directly going after Tesla’s market. Earlier this month, Volvo’s CEO cited Tesla as a major reason for developing an electric car, “We have to recognize that Tesla (TSLA.O) has managed to offer such a car for which people are lining up. In this area, there should also be space for us, with high quality and attractive design.”

While it may seem odd that the new performance EV brand won’t be wearing the Volvo badge, the new brand could allow Volvo to mimic Tesla’s business in a larger sense. Volvo’s Polestar brand won’t be tied to Volvo’s network of franchised dealers and could allow the company to pursue direct-to-consumer car sales. Volvo has flirted with the idea in the past, and even allowed buyers of the XC90 order the vehicle online, directly from the manufacturer. While Volvo’s dealers still handled the pricing and delivery of the vehicle, it has allowed the company to test out sales model. Tesla has previously claimed that traditional franchise dealers are the wrong place to sell electric vehicles, citing dealers’ incentives to sell maintenance-heavy gas vehicles.

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Polestar’s Logo, Polestar will be transformed into a performance EV brand over the next few years

Leading the new brand is Volvo’s former SVP of Design, Thomas Ingenlath. It’s worth noting that Ingenlath previously worked at VW along with other EV design leaders, Tesla’s Franz Von Holtzhausen and Lucid’s Derek Jenkins. While it is still to be seen what exactly Volvo plans to produce, this new direction for the Polestar brand puts it in direct competition with other EV-only brands such as, Lucid Motors, NIO, Tesla, and Rivian.

Christian Prenzler is currently the VP of Business Development at Teslarati, leading strategic partnerships, content development, email newsletters, and subscription programs. Additionally, Christian thoroughly enjoys investigating pivotal moments in the emerging mobility sector and sharing these stories with Teslarati's readers. He has been closely following and writing on Tesla and disruptive technology for over seven years. You can contact Christian here: christian@teslarati.com

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SpaceX marks 500th Falcon launch with Starlink 11-22 Mission  

The Starlink 11-22 mission marks SpaceX’s 500th Falcon flight & 50th Starlink launch of 2025. Will SpaceX IPO Starlink next?

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SpaceX celebrated its 500th Falcon rocket launch with the Starlink 11-22 mission, a midweek flight from Vandenberg Space Force Base in California.

The milestone was achieved with a Falcon 9 liftoff on Wednesday at 4:40 p.m. PDT (7:40 p.m. EDT, 2340 UTC). It also coincided with the 15th anniversary of the first Falcon 9 launch, underscoring the company’s dominance in the commercial space sector. The Starlink 11-22 mission, SpaceX’s 50th Starlink launch of 2025, highlights the company’s focus on expanding its satellite internet constellation.

Earlier this week, Elon Musk revealed SpaceX anticipates $15.5 billion in revenue this year, surpassing NASA’s $1.1 billion budget for 2026.

SpaceX’s reusable Falcon 9 and Falcon Heavy rockets have driven down launch costs, securing a significant share of the global launch market. In 2024, the company set a record with 134 Falcon launches, making it the world’s most active launch operator. SpaceX aims to surpass this with 170 launches by year-end, fueled by growing demand for satellite deployments. The Starlink constellation is a key revenue driver for SpaceX and remains central to these ambitions. Musk has hinted at a future public offering for Starlink without specifying a timeline.

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Beyond Falcon rockets, SpaceX is advancing its 400-foot Starship system, which Musk envisions as critical for Mars missions. The company’s cost-effective launch services and satellite communications have outpaced traditional space agencies, leveraging commercial demand to fund its interplanetary goals. While NASA focuses on deep space exploration, SpaceX’s revenue model thrives on frequent, reliable launches and Starlink’s expanding reach.

“I would like to thank everyone out there who has bought Starlink because you’re helping secure the future of civilization, making life multi-planetary, and helping make humanity a space-exploring civilization,” Musk said during his Road to Making Life Multiplanetary discussion.

The 500th Falcon launch marks a pivotal moment for SpaceX, reflecting its transformative impact on space access. As the company pushes toward record-breaking launch targets and multi-planetary aspirations, Starlink’s growth continues to fuel its vision, positioning SpaceX as a leader in shaping the future of space exploration and connectivity.

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Tesla is missing one type of vehicle in its lineup and fans want it fast

Tesla is missing one vehicle from its lineup and its fans and owners are hoping the company builds it.

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Tesla’s lineup of vehicles has expanded considerably over the last few years. At first, the company offered the Model S luxury sedan, then the Model X luxury SUV, which has the seats but not the space or the affordability that everyone is looking for.

The Model 3 and Model Y are sedan and crossover vehicles that have launched the company into the mass-market category. The Cybertruck brought out the company’s first-ever pickup design, and while it is unorthodox, it is certainly functional.

Tesla Cybertrucks join Jalisco’s police fleet ahead of FIFA World Cup

But there is one thing Tesla is missing in its lineup, and it is a vehicle type that many have waited for and want. The company currently has not announced any plans to produce it, but its fans are loud and persistent, and we’ve even nudged Tesla to consider making it.

It’s a full-size SUV.

This particular segment is dominated by combustion engines currently: Chevrolet Tahoe and GMC Yukon topped sales with 105,756 and 82,304 units sold, respectively. The Ford Expedition is just behind with 62,007 units sold last year. There are a few formidable competitors on the EV side of things, with the Rivian R1S, the GMC Hummer SUV EV, and even the Kia EV9.

However, Tesla has yet to dip its toe into this market, and it seems many of its fans are willing to admit that the company is missing a true “people mover” with enough space to handle a cross-country road trip with a handful of kids.

Why Not the Model X?

The Model X is likely Tesla’s lowest-selling vehicle. It contributes very little to the overall mission of the company, and even CEO Elon Musk once said that it, along with the Model S, is only produced due to “sentimental reasons.”

When it comes to the X, it’s simply not quite what people are looking for in terms of a “full-size SUV.” Instead, it is more of a van/crossover SUV hybrid. It does not have tons of cargo and interior space.

It does have a lot of great tech, a flashy look, and adequate range for that trip with the kids. It’s a great car, and one that Tesla is planning to refine with an upcoming refresh, its second this decade.

However, it falls short of what would qualify as a full-size SUV, especially considering its third row is a little tight, even for younger children.

But it’s not quite what many would consider as what Tesla needs to fill this void in its lineup.

What Could Be Coming?

Many fans say they would like to see a CyberSUV — something built on the Cybertruck platform but in the form of a full-size SUV. This is not totally out of the question, especially considering Tesla has already made it clear the Cybercab would adopt the same sort of aesthetic as the Cybertruck.

However, we can all agree it’s a far cry from what the Cybertruck truly is, and Tesla likely will not build something that’s even close to the pickup. It already admitted it would not adopt the stainless steel exoskeleton for future vehicles in the Q4 2024 Shareholder Deck.

So, if Tesla were to decide to build something that would be in the full-size SUV segment, it wouldn’t look like the Cybertruck.

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Tesla customers are still being targeted by automaker with Musk rivalry

Lucid is still targeting Tesla owners with offers on trade-in allowance.

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lucid air dream edition interior
Credit: Teslarati

Tesla customers are still being targeted by other car companies, who are offering big incentives to trade in their current EVs for a new one.

One company that has not backed off from its trade-in promotion is one with a long-standing rivalry with Elon Musk, because its former CEO-turned-boardmember has a bitter relationship with the frontman.

Lucid is continuing to offer a $4,000 trade-in allowance on Tesla vehicles specifically, an effort that many companies have offered to owners of Musk’s EV brand in an effort to snag away some of those who might be on the fence about switching.

Many companies have offered these types of promotions before, but Lucid’s seems to be an extended one — almost an open invitation. It could have something to do with the rivalry Musk has had with former CEO Peter Rawlinson, who stepped down from his post as the company’s head executive three months ago.

Musk and Rawlinson were at one time co-workers. At Tesla, the two worked on the Model S together. That is, until Rawlinson abruptly left. There are still questions about what his exact job title was there, but Musk refuses to agree with Rawlinson’s claimed title of Chief Engineer of the project, which launched Tesla from niche to more mainstream.

Polestar has been trying to poach Tesla owners for months as well, and it’s no secret why. Musk’s political involvement and his work with DOGE certainly put some Tesla drivers in a tough spot, and some could be willing to give up their cars.

However, the success rates of these promos are unknown.

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